NIKE’S MARKETING

MIX
4P’S BREAKDOWN
Made By: Juan Santi ago | 11-B

ANNUAL REVIEW | 2
KEY
TAKEAWAYS
There’s going to be tight competition when you
are in a business.
And the way to stand out and take leadership in a
particular industry is to create a unique and
effective marketing mix.
Nike’s marketing mix, besides the usual
advertising, community relations, partnerships
with sports leagues, and celebrities, the company
uses a slogan relatable for people from all walks
of life.
It somehow creates a personal and emotional
attachment to its target market.
INTRODUCTION

Nike is an American multinational company spanning from

manufacturing, development, design, marketing sales and
apparel, equipment, footwear, services, and accessories.
With its success since it was founded in 1964, there must be
some secret on how Nike made it this far.
The company’s marketing strategies and efforts paved the
way for Nike to accommodate better and satisfy its global
target market.
Marketers generally classify their marketing mix into four –
product, price, and promotion, or what they call 4Ps.
These are strategies and techniques used for executing
marketing campaigns based on the four elements.
The company’s marketing mix includes offering fitness
products and is specialized in shoes dedicated to
accommodating professional soccer and basketball athletes’
requirement.

Figure 1
 NIKE’S MARKETING MIX
(4PS) ANALYSIS

NIKE’S PRODUCT STRATEGY

Nike offers a vast selection of products, including apparel, shoes, and
equipment. Its products are generally focused on premium quality and
a wide range off goods for every sports enthusiasts from its marketing
mix. It leads the sportswear industry and gets its maximum revenue
Product from selling sports shoes. Surely as the company expands, its product
portfolio also gets its corresponding expansion. Besides sports shoes,
 The Nike Air Force 1 Nike also has casual footwear in vibrant colors that usually attract the
 The Nike Air Max younger and other sneaker designs for kids, men, women, some of the
 The Nike Air Jordan most recognizable shoes from Nike are as follows:
 The Nike Air Force 1: it is considered the most iconic basketball
shoe and is famous as a sports shoe or a casual street sneaker.
 The Nike Air Max: This shoe is considered the jewel of Nikes
sneaker crown and is the first shoe from Nike that features a
visible air unit.
 The Nike Air Jordan: Another iconic sneaker from Nike assures
comfort for whoever uses it.

Price
 Premium-based pricing
NIKE’S PRICING STRATEGY
 Value-based pricing Nike utilizes premium and value-based pricing strategies for all its
products Value-based pricing refers to the company’s consideration of
the current price in the market while setting the prices for its
products. Part of the Nike marketing mix is advertisements involving
prominent celebrities, which can also be associated with its premium
branding. This strategy will help retain existing customers and attract
new ones. The investments of Nike in technology can be evident in
how it offers premium pricing on its products. However, the company
still considers the current market situations in implementing its
products price points and ranges.
 NIKE’S PLACE STRATEGY
Nike owns over a thousand stores and offices in forty-five
various countries outside the United States.
Most Nike products are available and sold in retail stores
since most customers prefer to choose products by trying
them on physically.
The company has an outlet store called Niketown
composed of huge store occupying four floors offering
premium experiences with varied services.
This store sends a message to its customers that they are
valued.
Place As the dynamics of the industry change, Nike also has to
 Retail Stores
keep up.
 Online Stores
 Third-party online retailers like
Amazon, Myntra, and Flipkart
NIKE’S PROMOTION
STRATEGY
Nike’s primary sources of promotion are sponsorships and
advertisements.
Nike partners with sports personalities such as Serena
Williams, Mo Farah, Cristiano Rolando, Lebron James,
P r o m o ti o n Rafael Nadal, and Kunal Rajput, to name a few.
 Advertising The company’s promotion strategy expands from
 Social media channels conventional ads and other promos.
 Promos and Discounts It does direct marketing through personal communication
 Billboards with schools, colleges, organizations, and local sports
 Public relations teams.
Since younger people consume social media more, the
company promotes its products through customer
interaction and engagement using its social media
channels like Instagram, TikTok, Twitter, Facebook, and
YouTube.
Another trademark of Nike is the hashtag
#YouCantStopUs sending messages to the public that
each sports field is unique and equal
MIND MAP OF MARKET SEGMENTATION
OF NIKE: